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Destination Strategic Plan

After a decade of growth and prior to a global pandemic, Louisville Tourism embarked on an exciting journey with its stakeholders to develop a complete Destination Strategic Plan (DSP). The mission was to guide future tourism industry growth and development in Louisville as an entire destination.

To facilitate this important work, Louisville Tourism engaged JLL’s Global Tourism and Destinations practice to lead the process. The plan was also overseen by a local leadership committee and included several opportunities for stakeholder input to further inform and guide the outcomes. The entire process took just over a year with several pivots due to the pandemic and social issues facing the country. The final product includes additional references to a post Covid environment and how Diversity and Inclusion efforts can be employed in every priority area.

One of the outcomes of the DSP outlines how previous Destination Marketing Organizations like Louisville Tourism have evolved into true Destination Management Organizations due to the scope of their work and the effects on local economies. It is with great pleasure that Louisville Tourism presents Louisville’s Destination Strategic Plan for 2020 and beyond.

Leadership Committee

Louisville’s leaders for the Destination Strategic Plan

Part of Louisville’s comprehensive Destination Strategic Planning process includes a Leadership Committee that will be part of the plan’s development. The Leadership Committee is comprised of industry and community executives and leaders that will help support the process by vetting recommendations and participating in the development of the plan. This Committee will meet monthly to review progress, understand direction and provide input to support the ultimate long-term DSP for Louisville.

Leadership Committee members:

Teddy Abrams
Music Director
The Louisville Orchestra
Pat Armstrong
President & CEO
Kentucky Derby Museum
Kim Baker
President
Kentucky Center for the Performing Arts
Cleo Battle
COO
Louisville Tourism
Larry Bell
General Manager
Hyatt Regency Hotel
Christen Boone
President & CEO
Funds for the Arts
Aukram Burton
Executive Director
Kentucky Center for African American Heritage
Bill Dieruf
Jeffersontown Mayor
Jeffersontown City Hall
Matt Gibson
President & CEO
Kentucky Derby Festival
Anne Jewell
VP, Executive Director
Louisville Slugger Museum & Factory
Adam Johnson
Senior Director
Kentucky Bourbon Trail Experiences
Ryan Jordan
General Manager
Churchill Downs
Cynthia Knapek
President
Leadership Louisville Center
Donald E. Lassere
President & CEO
Muhammad Ali Center
Dan Mann
Executive Director
Louisville Regional Airport Authority
Rebecca Matheny
Executive Director
Louisville Downtown Partnership
Chester Musselman
President & CEO
Musselman Hotels
Sarah Robbins
COO
21c Museum Hotels
Stacy Roof
President & CEO
Kentucky Restaurant Association
Karl Schmitt
President & CEO
Louisville Sports Commission
Scott Stuckey
General Manager
The Omni Hotel
Carolyn Tandy
Director Diversity & Inclusion
Texas Roadhouse
Vince Tyra
Athletic Director
University of Louisville
Mary Ellen Wiederwohl
Chief of Public Services
Louisville Forward
Karen Williams
President & CEO
Louisville Tourism